Assignment of Marketing Management

on
Segmentation, Targeting & Positioning Strategies
Presented To:Mr.Prashant Raman
FMS, Wisdom
Banasthali Vidyapith

Presented By:Riya Jain(12308)

Shruti Tandon(12338)
M.B.A B BATCH
Banasthali Vidyapith

Introduction
The marketers find it easy to increase their market share by following
appropriate STP strategies.

MARKETING
STRATEGY

SEGMENTATI
ON

TARGETING

POSITIONIN
G

Segmentation: Groups or subgroups of people or organisation sharing one

or more characteristics and having similar product needs.
Targeting: Selection of potential customers to whom a business wishes to
sell products or services.
Positioning: Developing a product and brand image in the minds of
customers.

SEGMENTATION
STARBUCKS:

Founded in 1971 at Seattle's Pike Place.

Largest American coffee house with 22,766 stores in 65 countries.
Major competitors are McDonalds, Dunkin Donuts, Kraft General Food.
Products- Coffee(Mocha, Lattes), Coffee cups, Pastries, Smoothies, and
Cookies.
Segmentation- Demographic, Geographic, and Psychographic.

SEGMENTATION
HALDIRAMS

Founded in 1937 in Bikaner, Rajasthan.

Small time snack shop.
Major competitors are Bikaji, Leher, and Bikano.
Products-Ready to eat snacks, Sweets, Syrups and Pickles.
Segmentation-Do not follow any particular segmentation strategy but its
product is meant for all who want some taste in their lives.

COMPARISON BETWEEN STARBUCKS AND HALDIRAM

ON THE BASIS OF SEGMENTATION
BASIS

STARBUCKS

1.

Both Men and Women like products Both Men, Women and Kids products

GENDER

HALDIRAMS

such as Coffe Mocha and Lattes

such as Chaat for Men, Pani Puri for

Women and Taka Tak for Kids

1.

INCOME

Targets people with High Income who No target but its products available
prefer

to

have

parties,

meetings.

1.

AGE

business for all income group such as middle

income group, low income group etc.

Targets people with age group of 18- Available for all age group from small
24 and 25-40 who are mainly youths children to old age people.
and office goers.

4.GEOGRAPHIC

Found In Porsche areas.

Found at every corner of the

road.

TARGETING
BATA:

Founded in 1894 by Tomas Bata, headquarter at Lausanne, Switzerland.

Family owned global footwear brand.
Major competitors are Reebok, Nike, Apex, and Woodland.
Products- Manufactures Shoes and other Fashion Accessories.
Targeting-Uses differentiated targeting approach and focuses on middle
class and upper class.

TARGETING
ADIDAS:

Founded in 1949 by Adolf Dassler at Herzogenaurach, Germany.

One of the strongest sports brand in the world.
Major competitors are Bata, Liberty, Nike and Puma.
Products- Sport Shoes, Eye Wear, Bags, Shirts, Watches.
Targeting-Uses differentiated targeting approach and focuses on Upper
middle class and Upper class.

COMPARISON BETWEEN BATA AND ADIDAS ON THE

BASIS OF TARGETING
BASIS

BATA

ADIDAS

1. TARGETING STRATEGY

Uses Differentiated approach

Also uses Differentiated

and targets on middle and

approach but the target

upper class segment.

audience is upper middle class

and upper class.

1. BUYING BEHAVIOUR

Usually

purchased

by

men, Preferred by sports lover.

women, and children.

1. QUALITY

Provide

quality

affordable

price

products
to

all

at Provide innovative products at

the higher prices to luxury class.

customers to middle and upper

class.

POSITIONING
PUMA:

Founded in 1924 by Rudolf Dassler, at Herzogenaurach, Germany.

It is a brand committed to contribute to the sports world by supporting
sustainability, peace and creativity.
Major competitors are Adidas, Reebok, Prada, Nike and Bata.
Products- Shirts and T-shirts, Trousers, Footwear, Bags, Belts, and
Accessories.
Positioning- Puma positions itself as an international brand with creativity,
energy and style in their apparel.

POSITIONING
ARMANI:

Giorgio Armani, is an Italian luxury fashion house founded in 1975 by

Giorgio Armani.
It is best known for producing high-end apparel for both men and women.
Major competitors are Dolce & Gabbana, Hugo Boss, Gucci and Louis
Vuitton.
Products- Watches, Cosmetics, Formals for Men and Women, Sunglasses,
Perfumes.
Positioning- Armani has positioned itself as a brand known for elegance,
luxury, uniqueness and sophistication.

COMPARISION BETWEEN THE POSITIONING STRATEGY OF PUMA

AND ARMANI
BASIS
1.

PRODUCT

ARMANI
PROCESS It mainly focuses on young

(USERS OR CLASS)

1.

1.

PUMA
Puma focuses on sportsmen, men and women

professionals segment (25-35 year

who like sporty energetic apparel with a spray of

old age group) of upper class.

uniqueness in their apparel.

PRODUCT

It is a brand known for elegance,

It is a brand known for energy, colourful, fresh,

CHARACTERSTICS

luxury, uniqueness and

active lifestyle.

PRICING

AS

POSTIONING STRATEGY

sophistication
A It charges high price for its products Pumas products are perceived to be cheaper as
and targets upper class professionals compared to that of its competitors. It offers high
who wants sophistication and

quality products at a very affordable price

uniqueness in their product.

1.

ADVERTISING

AS Armani creates unique image in the

POSITIONING STRATEGY minds of the consumers by using
popular starts who can represent the
brand and its diversity in billboards,
posters, and TV ads. It uses
facebook, youtube , and other
popular social networking sites to
promote its product line.

Positioning is don through advertising

Celebrities like Saina Nehwal, Somdev
Devramman, Gautam Gambhir, Shilpa Shetty
have endorsed Puma as a brand.

CONCLUSION
After lot of research on STP strategies of various companies, we
came on a conclusion that Marketing is a process of reaching out
to consumers to create awareness about the products and STP
(segmentation, targeting and positioning) is a marketing tool with
the help of which marketers differentiate, attract, retain and grow
customer base for their respective products.
STP together comprise of three stage process namely Determining what kind of customers exists.
Select the ones which the marketers are best off trying to
serve.
Implementing the segmentation by optimising the products or
services for that segment and communicating that we are
unique.